Loblaw Companies Limited achieves Guinness World Records® title

More than 360 select Loblaw banner stores across Canada simultaneously break 1,008 wheels of Parmigiano Reggiano cheese for world record   

BRAMPTON, ON, March 24, 2014 /CNW/ - (TSX:L) Loblaw Companies Limited (Loblaw) announced today that they became the new official world record holder for the most wheels of Parmigiano Reggiano cheese cracked simultaneously, as declared by a Guinness World Records^® adjudicator.  Officially, 1,008 wheels were cracked in more than 360 Loblaw banner stores simultaneously across Canada. Additional results are still being tabulated...

Parmigiano Reggiano is a hard Italian cheese produced in the provinces of Parma, Reggio Emilia, Modena or Bologna, using the same recipe for almost 1,000 years. It takes 11 steps to crack a 34-kilogram cheese wheel in the traditional style and requires special cheese cracking knives and training. 

"Today was a memorable day for Loblaw and our colleagues. It was an overwhelming experience to celebrate this achievement with our customers and store teams at more than 360 stores; we couldn't have done it without them," said Metzi Liau, Senior Category Director, Loblaw Companies Limited. "Our colleagues were specially trained to crack the wheels in the traditional style upheld by Italy's Parmigiano Reggiano Cheese Consortium, and we are thrilled to have achieved this world record." 

At the Loblaws^® at Maple Leaf Gardens* in Toronto, Loblaws^® Angus in Montreal, Provigo^® Le Marché in Charlesbourg, Loblaws CityMarket™ in North Vancouver and Atlantic Superstore^® in Dartmouth locations, representatives from Mulino, Pargmigiano Reggiano maker were in attendance.  In Toronto, a member of the Parmigiano Reggiano Cheese Consortium and Guinness World Records^® adjudicator looked on as colleagues and customers cheered cheese-crackers to victory. Using special cheese-cracking knives, each of the 34-kilogram wheels were cracked and customers sampled the freshly cracked cheese. 

"It is exciting for us to witness Loblaw earn the title of Guinness World Records^® holder for the most wheels of Parmigiano Reggiano cheese broken simultaneously; we take great pride in the production and quality of this cheese," said Stefano Greiner, Mulino Alimentare Export Manager. "Parmigiano Reggiano is one of the most carefully produced and thoroughly enjoyed cheeses in the world. For centuries, it has been considered the 'king of cheese' for its incredible taste and crystalline texture.

The Consortium is the group of dairy producers and cheese makers designated to preserve the integrity and quality of each wheel of Parmigiano Reggiano created.  They also raise awareness of Parmigiano Reggiano around the world.  The Consortium is officially assigned to the task of adhering to the specifications outlined by the PDO (Protected Designation of Origin), when inspecting each wheel of Parmigiano-Reggiano.

About Loblaw Companies Limited:
The Company is a subsidiary of George Weston Limited ("Weston"). It is Canada's largest food retailer, a leading provider of drugstore, general merchandise and financial products and services, and is the majority unitholder of Choice Properties™, an owner, manager and developer of commercial real estate across Canada. The Company has three reportable operating segments: Retail, Financial Services and Choice Properties. Loblaw and its franchisees together are among the largest private sector employers in Canada, employing approximately 138,000 full-time and part-time employees across more than 1,000 corporate and franchise stores from coast to coast. Through its portfolio of store formats, Loblaw is committed to providing Canadians with a wide range of products and services to meet everyday household and consumer needs. Loblaw is known for the quality, innovation and value of its food offering. It offers one of Canada's strongest control brand programs, including the unique President's Choice^®, no name^® and Joe Fresh^® brands. In addition, through its subsidiaries, the Company makes available to consumers President's Choice Financial^® services and offers the PC^® points and PC Plus™ loyalty programs.

Image with caption: "Loblaw banner stores across Canada break the world record for Parmigiano Reggiano cheese wheels cracked simultaneously. (CNW Group/Loblaw Companies Limited)". Image available at: http://photos.newswire.ca/images/download/20140324_C6779_PHOTO_EN_38261.jpg

Image with caption: "Loblaw banner stores across Canada, including Real Canadian Superstores, break the world record for Parmigiano Reggiano cheese wheels cracked simultaneously. (CNW Group/Loblaw Companies Limited)". Image available at: http://photos.newswire.ca/images/download/20140324_C6779_PHOTO_EN_38262.jpg

Image with caption: "Loblaw banner stores across Canada, including Atlantic Superstores, break the world record for Parmigiano Reggiano cheese wheels cracked simultaneously. (CNW Group/Loblaw Companies Limited)". Image available at: http://photos.newswire.ca/images/download/20140324_C6779_PHOTO_EN_38263.jpg

Image with caption: "Provigo banner stores join Loblaw stores across Canada and break the world record for Parmigiano Reggiano cheese wheels cracked simultaneously. (CNW Group/Loblaw Companies Limited)". Image available at: http://photos.newswire.ca/images/download/20140324_C6779_PHOTO_EN_38264.jpg

SOURCE: Loblaw Companies Limited

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